Consider that, today, more than 70% of Americans use social media—up from only 5% tallied in 2005, according to the Pew Research Center. A handful of key players in the space continue to rule. Social Media Examiner's "2017 Social Media Marketing Industry Report" revealed that the top platforms used by marketers are Facebook (94%), Twitter (68%), LinkedIn (56%), Instagram (54%), YouTube (45%), Pinterest (30%), and Snapchat (7%). So what's in stor for 2018?

Facebook's S-1: 845 Million Users, $3.7 Billion in Revenue

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Facebook filed a nearly 200-page S-1 statement to register with the U.S. Securities and Exchange Commission (SEC). In it, the company claims 845 million users, 100 billion "friendships," and a daily upload rate of 250 million photos. More than half (483 million) of its registered users are daily active users (DAUs), which represents a 48% increase over Dec. 2010, when there were 327 million DAUs.

Facebook has earned $1 billion in net income on revenues of $3.7 billion, approximately 30%. The vast majority of its revenue ($3.15 billion) comes from ad revenue; the rest ($557 million) is made up by Facebook Credits and other payments. Between 2009 and 2010, Facebook reported its ad revenues grew by 145%, but then between 2010 and 2011, it grew by only 69%, report paidContent.org. In 2011, payments amounted to 15% of revenues; in 2010, they accounted for only 5% ($106 million).

Facebook does not make any money from advertising on mobile devices as it has yet to extend ads to its mobile platforms, and no such plans were mentioned in the S-1 form. CEO Mark Zuckerberg's salary is going down to $1 from next year. Facebook currently employs 3,200 people. The social network garners an average revenue of $4.39 per user -- Google currently makes about $36 per user; Yahoo! $16 per user.